Expert interviews with science communicators: How perceptions of audience values influence science communication values and practices

Paige Brown,Rosanne Scholl

doi:10.12688/f1000research.4415.1

Abstract

Popular science communicators are a key link between scientists and publics, navigating the values of the scientific community and the perceived interests and values of readers. To do so, these professionals apply shared ideas about the role of science communication in society and about the factors that determine meaningful and newsworthy science stories. And yet we know little about the motivations and assumptions of audience values that underlie shared science communication values and criteria of story selection. Interviews with 14 popular science communicators writing in a variety of formats reveal that both their personal motivations and their perceptions of audience interests and values influence whether and how scientific research is translated into story.

Highlights

Popular science communicators are a key link between scientists and publics, navigating the values of the scientific community and the perceived interests and values of readers
We investigate the potential basis of these news values in perceptions of audience interests and values
The cities of Raleigh and Durham are often seen as hubs for science communication, hosting many prominent science bloggers, university science public relations officers (PIOs) and members of the society of Science Communicators of North Carolina, or SCONC

Summary

Introduction

Popular science communicators are a key link between scientists and publics, navigating the values of the scientific community and the perceived interests and values of readers. To do so, these professionals apply shared ideas about the role of science communication in society and about the factors that determine meaningful and newsworthy science stories. We know little about the motivations and assumptions of audience values that underlie shared science communication values and criteria of story selection. Interviews with 14 popular science communicators writing in a variety of formats reveal that both their personal motivations and their perceptions of audience interests and values influence whether and how scientific research is translated into story. Any reports and responses or comments on the article can be found at the end of the article

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